January takes its name from the Roman god Janus, who had two faces, one looking backward to the year just past, and one forward to the year ahead. Janus was the god of time, change, and transitions – reminding believers that it’s reckless to move forward without a firm grounding in the insights we’ve gained from past experience.
You don’t have to be a historian to appreciate the wisdom the Romans attributed to Janus. If you’re a market research professional, you can’t afford to do without it.
With a new year bringing new goals for collecting data and insights in the months ahead — and new budget allocations with which to achieve them – it’s important to look backward to assess your confidence in the data and data-collection methods you used in the year just past.
That’s especially true for tracking studies, which depend on maintaining accuracy and consistency between the data you obtained last year and the data you’ll obtain in 2017. Are you confident that the panels you used in 2016 accurately reflected the consumer demographics you needed? Did your methodology let you reach the right consumers at the right time, with survey methods that kept respondents focused and honestly engaged? And did your data cohere with observed market realities?
If the answers are not a hearty, resounding “yes,” then it’s probably time to take a cue from Janus. If what you see looking backward makes you uneasy, then an important lesson for January in 2017 is that a reflexive repetition of the past will keep you from making the changes you need to open up a better future.
Online survey data is a feature of market researchers’ past that is becoming unreliable in the present and future. Online methods are no longer in sync with how consumers live today – with smartphones in hand and mobile-apps as their favorite way to use them.
We invite you to click here to see how you can change gradually and prudently as you integrate insights from a true-mobile panel with the portions of your online tracking data that remain worth preserving. A quick and cost-effective way to introduce yourself to true-mobile’s research capabilities is with MFourDIY™ – the only all-mobile do-it-yourself research tool.
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